• Loading stock data...
Thursday, September 18, 2025

Naming Rights Could Open For Buffalo Bills’ Billion-Dollar Stadium

  • Highmark undecided on a new deal for planned $1.4 billion venue.
  • Dave Portnoy wanted to rechristen the stadium ‘Barstool Sports Park.’
Rich Barnes-USA TODAY Sports

A number of brands, including Barstool Sports, might get the chance to score naming rights to the new billion-dollar home of the Buffalo Bills.  

Highmark Health Blue Cross Blue Shield of Western New York took over as naming rights sponsor for the renamed Highmark Stadium before the 2021 season. 

Under the current deal, Highmark holds the right of first refusal for a new facility, said spokeswoman Amber Hartmann. But the health care company is not sure it wants to continue as naming rights partner at the Bills’ planned new $1.4 billion stadium, which could open in time for the 2026 season. 

“It would be an entirely new contract…It would not be the same contract that would carry over,” Hartmann told Front Office Sports on Thursday.

The planned stadium is generating significant opposition. Highmark will make its final decisions as it gets more information from the franchise.

“I guess we’ll see what happens in the future,” said Hartmann.

Highmark declined to comment on how much it’s paying to stamp its name on the Bills’ current 71,000-seat stadium. But sources pegged the deal at $5 million annually over 10 years.

Coming off back-to-back AFC East titles, the Bills are Super Bowl favorites with Josh Allen at quarterback. Given the anticipation over the team’s first new stadium in 50 years, Highmark could be wary of paying significantly higher fees. 

Sports marketer John Jiloty thinks the Bills could double naming rights revenue at the brand-new facility. That could result in a $100 million-plus deal for the Bills.

“The job that the team has done over the last couple of years to really build back to where they were, makes it a hugely valuable property from a naming rights perspective,” said Jiloty, senior vice president for the Buffalo-based Martin Group ad agency. “The timing is perfect given where they are — and where they are headed — as a team.” 

New Era Previously Pulled Out of Bills Deal

If Highmark walks, it would be pulling out roughly halfway through the 10-year deal. 

New Era Cap LLC, the Bills’ previous naming rights partner, also withdrew about halfway through its contract for financial reasons. 

New Era signed a seven-year deal worth $4 million annually in 2016. But the Buffalo-based company asked to be released from the deal in 2020 as the COVID-19 pandemic ravaged its business — and the team agreed.

Originally christened Rich Stadium in 1973, the current Orchard Park venue has been variously called Bills Stadium, New Era Field, and Ralph Wilson Stadium. 

The 49-year-old facility is the fourth-oldest venue in the NFL behind the Chicago Bears’ Soldier Field (1924), the Green Bay Packers’ Lambeau Field (1957), and the Kansas City Chiefs’ Arrowhead Stadium (1972).

There are several Buffalo-based firms that could step up if Highmark drops out, including Rich Products, M&T Bank and Kaleida Health. 

Local food giant Rich’s held naming rights to Rich Stadium from 1973-1997, including the glory years when Jim Kelly led the Bills to four consecutive Super Bowl appearances.

But Rich’s is not interested in a second deal, according to spokesman Kevin Aman. 

Both M&T and Kaleida declined to comment. 

Barstool Campaigned for Naming Rights in 2020

If Highmark wants out, the Bills could also pivot to bidders like Barstool that publicly campaigned for naming rights two years ago. 

At the time, Barstool founder Dave Portnoy wanted to rename Bills Stadium “Barstool Sports Park.

Tweeted Portnoy in 2020: “I think if we let the people of Buffalo vote on whether they’d be proud to call Bills Stadium ‘Barstool Sports Park’ (I like park more than stadium), we’d get close to 90% approval. You can’t control the 10% losers crowd.”

While Portnoy has publicly ripped NFL Commissioner Roger Goodell, Barstool’s outlaw brand could appeal to the team’s rowdy “Bills Mafia” fans. Barstool could not be reached for comment. 

Bathroom brand TUSHY also sought the rights in 2020. The bidet maker is still interested, according to founder Miki Agrawal.

She’d be willing to pay the Bills up to $4 million to $5 million annually. In return, she wants to rename the venue “TUSHY Stadium” — and hold an annual “Toilet Bowl” event. She also wants to outfit all toilets and luxury boxes with TUSHY’s line of bidets.

“We really think it would make a statement: ‘TUSHY Stadium’ with an annual ‘Toilet Bowl’ event. It would be so much fun,” Agrawal said. “Who wouldn’t want to go to an event called the Toilet Bowl? We’d get comedians there and do a fun comedy show and halftime.” 

Emerging Companies Buying Up Naming Rights

Publicity stunt? Probably. But the sports naming rights business is changing quickly.  

In the early days, blue-chip airlines, beverages, and automotive brands controlled naming rights to sports stadiums and arenas. 

Now there’s an influx of emerging companies that view naming rights as an expensive, but effective, branding and awareness play.

They include SoFi Technologies, the online personal finance company sponsoring the Super Bowl champion Los Angeles Rams and Chargers’ $5.5 billion SoFi Stadium in Inglewood. SoFi is paying $30 million a year over 20 years.

There’s cryptocurrency exchange FTX, which signed a 19-year, $135 million deal to rebrand the Miami Heat’s FTX Arena. 

And in the biggest deal yet, Crypto.com will pay $700 million over 20 years to rename the iconic Staples Center in Los Angeles as Crypto.com Arena.

But these long-term deals are high-risk, high-reward propositions for sponsors.

Some partnerships are iconic like the New England Patriots’ deal with Procter & Gamble for Gillette Stadium, which kicked off in 2002. The Patriots and P&G recently extended their deal through the 2031 football season.

Financial difficulties can cause companies to abandon ship. New Era asked out of its Bills deal after laying off roughly one-third of its workforce in western New York. 

Some deals end in disaster such as the Houston Astros’ 30-year, $100 million deal for Enron Field in 2000 — which lasted only two years before Enron went bankrupt. 

Attorney Rich Brand, head of the sports group at ArentFox Schiff, helped negotiate the deal for SoFi Stadium, home of Super Bowl LVI. 

Many new, relatively unknown firms have “massive amounts” of cash on hand from multiple funding rounds and public offerings, he said. They use naming rights to raise their brand awareness — fast.  

“I will say this about SoFi Stadium. How many people do you think knew much about SoFi before the naming rights deal?” asked Brand. “And how many people know about SoFi now?”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

ESPN Draws Highest ‘MNF’ Doubleheader Audience Since 2015

Buccaneers–Texans and Chargers–Raiders averaged 13.5 million viewers.
Brian Flores

Brian Flores Says NFL Arbitrator Is Stalling in Discrimination Case

A new filing says the arbitrator has done nothing for a year.
Tush Push

Why Fox’s Dean Blandino Is ‘Done’ With the Tush Push

The NFL rules analyst outlines why the play should be banned.

$3.8 Billion Commanders Stadium Deal Approved Despite Late Drama

A decisive final vote on the stadium followed some last-minute snags.

Featured Today

Adriunna Brown

Business Is Booming for WNBA’s Top Beauty Pros

A network of stylists is shaping how players look, feel, and perform.
Premier Lacrosse League
September 14, 2025

‘The Circus Is Coming to Town’: Why Upstart Leagues Start on Tour

In their ambitious plans, a traveling schedule is only temporary.
PHILADELPHIA, PENNSYLVANIA - APRIL 19: A detailed view of the MLB Debut patch on the jersey of Patrick Monteverde #44 of the Miami Marlins prior to game against the Philadelphia Phillies at Citizens Bank Park on April 19, 2025 in Philadelphia, Pennsylvania.
September 13, 2025

The Tiny Jersey Patch at the Center of the MLB Rookie Card..

Autographed cards containing a piece of baseball history have upended the market.
September 11, 2025

Eagles-Chiefs Super Bowl Rematch Could Set More NFL Ratings Records

Fox will nationally televise Sunday afternoon’s matchup.

Commanders’ $3.8B D.C. Stadium Nears Key Council Vote

The Commanders’ proposed $3.8 billion stadium deal is poised for final approval.
Aug 23, 2025; New Orleans, Louisiana, USA; Detailed view of the Denver Broncos helmet against the New Orleans Saints during warmups at Caesars Superdome.
September 9, 2025

Broncos Eye 2031 Opening for New Multibillion-Dollar Stadium

The NFL team plans a new venue and mixed-use development.
January 5, 2025; Maui, Hawaii, USA; Hideki Matsuyama hits his fairway shot on the 13th hole during the final round of The Sentry golf tournament at Plantation Course at Kapalua.
September 15, 2025

PGA Tour’s January Season Opener Won’t Be Played At Kapalua

The Sentry’s longtime home is no longer able to host the tournament.
Sponsored

How World Series Champ Dexter Fowler Became a Premier League Team Owner

Dexter Fowler discusses navigating retirement and embracing new roles as an owner & investor.
Aug 22, 2025; Bridgeview, Illinois, USA; Chicago Stars FC forward Jameese Joseph (8) passes the ball during the first half of a match against the North Carolina Courage at SeatGeek Stadium.
September 4, 2025

Chicago Stars FC Move to Evanston After 12 Years in Bridgeview

Stadium plans beyond the 2026 season aren’t solidified. 
August 28, 2025

As CFB Programs Add Corporate Field Logos, Are Jersey Patches Next?

Texas is adding a sponsor’s logo to its football field this season.
Dec 10, 2024; Salt Lake City, Utah, USA; A general view of the Delta Center before the game between the Utah Hockey Club and the Minnesota Wild.
August 19, 2025

Utah’s Sports Boom Expands Into Music, Emulating Atlanta

The Jazz and Mammoth owner strikes a major deal with Live Nation.
August 18, 2025

Browns $2.4B Stadium Plan Runs Into Airspace Turbulence

The team’s proposed stadium is deemed a threat to nearby airport operations.